the brief.

BeefEater is an Australian barbecue brand, acquired by Electrolux in 2014. While the brand look and feel had shifted to be more modern and aspirational, they tasked us with developing a sophisticated brand story and film to help differentiate BeefEater from its competitors.

the humann. idea.

We tapped into humann. insights using diverse focus groups to find out how Australians felt about barbecuing. This led us to a brand story connected to the universal emotional benefits of barbecuing: being outside, being together and eating the food you love. Instead of focusing on the technical side of barbecuing, we recommended BeefEater speak Australian – diverse, inclusive and real.

the results.

  • New BeefEater brand story for AUS and NZ
  • Brand film
  • 360 digital assets (preroll, catch up TV, digital ads, social, native)